Bibliographic citations
Contreras, J., Romero, K. (2018). Diseño de un modelo de comunicación integrada de marketing y su influencia en el posicionamiento de taxi Sonrisas Premiun S. A. C. [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/14118
Contreras, J., Romero, K. Diseño de un modelo de comunicación integrada de marketing y su influencia en el posicionamiento de taxi Sonrisas Premiun S. A. C. [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/14118
@misc{renati/517175,
title = "Diseño de un modelo de comunicación integrada de marketing y su influencia en el posicionamiento de taxi Sonrisas Premiun S. A. C.",
author = "Romero Requena, Kelly Juleysi",
publisher = "Universidad Privada del Norte",
year = "2018"
}
The main objective of the research is to determine how the design of an integrated marketing communication model influences the positioning of the company Taxi Sonrisas Premiun S.A.C., 2017. The type of research used according to the purpose, design and degree is applied, experimental and pre-experimental; respectively. Likewise, the sample is made up of 199 clients to whom questionnaires previously validated through the Cronbach Alpha were applied, with a reliability of 0.759. Subsequently, the development was carried out consisting of three phases: 1st Phase - Analytical Marketing, which starts from the situational diagnosis of the company (intorno) and environment; 2nd Phase - Strategic Marketing, the Strategic Process is developed and Phase 3 - Operational Marketing, the Design and Integration of Communications is carried out. Finally, the evaluation and control of the Integrated Marketing Communication Model was carried out measuring the proposed indicators and the economic evaluation, obtaining as a result VAN of S /. S / .254, 380, IRR of 87% and PRI of 1,816; coming to the conclusion that the implementation of the integrated marketing communication model is a feasible investment.
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